Secrets of Social Media Planning

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2Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Secrets of Social Media Planning James Rowe presenter Rowe and Company, LLCIt’s time to bring law and order to the wild world of social media. This is a story of howsimplicity and organization, the good guys, conquer technology’s complexity, the villain. Inthis world of “simplicity” the threes rule and there is only one exception. The exception, we’llpresent, is a simple solution and a weapon of mass destruction against social media confusion.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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3Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Secrets of Social Media Planning Simplified Thinking Rowe and Company, LLCWhen you finish this story you will have three secrets to social media planning. You’ll have theweapons to tackle the bewilderment. Let’s count them down. One - social media is simple when you consider people, your audience, first. Two – literal understanding of the terms social, network and media is the easiest way to always think about social networks and social media utility. Third – Forrester Research, of Cambridge, Massachusetts, promotes the P-O-S-T process and the four steps are the WMD approach to developing social media blueprints. It’s the four in our rule of threes and the secret conqueror.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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4Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 What it means Social media thinking Social • characterized by friendly companionship or relations: a social club Network • an association of individuals having a common interest, formed to provide mutual assistance, helpful information: club members Medium or Media •the means or channels of communication, information, or entertainmentLet’s start to piece together the puzzle that is the battle.Deconstruct these words – “social,” “network” and “media” or “medium.”Doing so will begin to vanquish the complexity of social media and its associated technologies.The process allows you to orderly put together the puzzle and the battle.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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5Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 What it means Social media thinking Social • characterized by friendly companionship or relations: a social club Network • an association of individuals having a common interest, formed to provide mutual assistance, helpful information: club members Medium or Media •the means or channels of communication, information, or entertainmentSocial is people and their interaction; how they mingle and relate to each other, in work andplay, and how people endeavor to improve day to day life.Network is the way people group themselves by relationships – family, friends, church, and clubs.These are real world networks or groups. You must keep it real to win the social media battle.Lastly and always last:Medium or media is the technology people use to communicate with each other; phones, theInternet, videos, photos, audio, documents, text messages, and events offline and online.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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7Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 It’s About People Social media is how people connect onlineEverything in life is about people – employees, customers, clients, members, friends, family andbusiness associates. All different circles and sometimes forming a Venn diagramPeople helping people is as natural as breathing; a natural order and part of a simple world.Each person an individual they are still; friends, family and associates.So let’s share a few secrets of being productive and safe online as well as in the real world.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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8Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Real Life Social Networks Sometimes distinct groups overlapThe distinctions of real world networks and groups complicate people’s struggle to manage socialmedia technologies safely and efficiently and to solve the puzzle.Typically, individuals have different personas for family and church; behaving differently ineach group. And yet we have even different faces for friends, work life, and clubs. We acceptthe multiple characters because these circles are mostly disconnected but sometimes do connect.Relationships often tend to overlap in these groups; for the most part though real world networksare detached. The perils of social technology blur detachments and many times dismaysindividuals. The fog causes embarrassment that affects ones reputation, the reason we projectmultiple offline personas is to protect our respectability.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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9Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Real Life Social Networks Sometimes distinct groups overlapThe disrespect of online social networks for the sanctity of real life is yet anotherprofessional concern in the battle to constrain social media and make life simple, safe andbetter for everyone.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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10Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Pieces of Social Media Puzzle Puzzle pieces are usually distinct Distinct Offline Social NetworksWe have three basic secrets to instill order in cyberspace. They are really very obvious.Now for the simplicity of the threes again; real world networks can be broken into a trio ofbasic circles – you and family, your friends and your associates.Your friends are connected with the same three groups and so are your associates. You can seethat each individual has these extensions of three instinctive networks.Communication runs along these three key networks and evolve around trust, confidence and favor.It’s the natural order of real life which offers social media such tremendous liberty.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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12Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 It’s about networking Connecting social network puzzles • Associates trusting • Friends confident • Your connections enough to share enough to share approval to share favor for you with favor for you with favor for you with friends, family and friends, family and friends, family and associates. associates. associates.Be happy. Don’t worry. Have fun with the process. We’ll present methods to simplify life andcreation of a battle plan to smack down social media technology complexity with law and order.We all wish our associates to trust us, our friends to have confidence in us, and our family toapprove of us. It’s innate to desire trust, confidence and approval. Such should truly be theobjective of social media planning and it’s the foundation of our rules.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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14Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Social Media Blueprint Professional approach to online social networks POST process from Forrester Research People Objectives Strategy Technology •real world •goals •blueprint to •social media activities connect chosenAre you ready for the law and order method?Our simple social media engagement strategy exceeds of the rule of threes, slightly but justly.Forrester Research deems the four step approach to law and order in social media as the P-O-S-Tprocess. A method best used to decide safe and professional organization of social mediatechnology.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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15Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Social Media Blueprint Professional approach to online social networks POST process from Forrester Research People Objectives Strategy Technology •real world •goals •blueprint to •social media activities connect chosenP – Stands for people – the social in social media – friends, family, and associates.O – The objective – what you want from people or what you wish for people.S – The strategy – your “style of engagement.” It’s how you achieve your objective for people.T – The technology - lastly and always last decided in the four step process manage onlinenetworks safely and professionally - smart phones, text messaging, inexpensive point and shootcameras video and still, and entertainment devices.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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18Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Social Media Puzzle Technology decisions How to engage customers, members and friends. •Blogs •Microblogs •Directories •Wikis •Media players •Video •Cameras •Documents •Cell phonesTechnology has tentacles that makes it difficult and confusing to apply law and order to socialmedia.This peculiarity is why the P-O-S-T process is best lay out for technology puzzle pieces and toconceive battle strategy to civilize our digital lives. Use the four P-O-S-T steps to decidecorrect technology and simplify the blueprint for battle.Use the P-O-S-T process to pin down if you require a blog, a microblog like Twitter or a wikisuch as Wikipedia. There so many technologies on the battlefield – SurveyMonkey for polls, pointand shoot cameras, podcasts for audio and other sundry devices and platforms cluttering upplanning. The technologies are propitious when law and order directs.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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21Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Complete the Social Media Puzzle For business and community service • It’s about people and real life. • It’s about real world networking. • Professional use of social media • Real world networking on steroids. • Taking offline life online securely and productively.You have simply three rules for law and order in social media.The social media planning rule of threes:One - It’s all about people – family, friends and associates.Two - It is remembering literal meanings of the labels social, network and media.And three - wow wee, the four step P-O-S-T process for law and order in framing a plan to bridleand conquer myriad new media technologies.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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22Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Social Media Business Cases Customer and Community Service •Engage customers and members with real world Pepsi activities. • refresh everything project •Create a policy to govern social media Hannaford’s Supermarkets participation. •Embrace positive and • social media policy critical customer and member service . Sean Patrick’s Restaurant • customer relationsConsider how other professionals have civilized social media with law and order; Here are somebest cases. There are quite a few but here we present only three to keep it simple Samaritan.First - Pepsi, the soft drink maker, and its refresh everything project. Pepsi diverts most ofits advertising budget these days to pay people to do good for people; to come up with ways toimprove life. You get it – people helping people – that’s social; that’s civilized.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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23Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Social Media Business Cases Customer and Community Service •Engage customers and members with real world Pepsi activities. • refresh everything project •Create a policy to govern social media Hannaford’s Supermarkets participation. •Embrace positive and • social media policy critical customer and member service . Sean Patrick’s Restaurant • customer relationsTwo -Hannaford’s Supermarket chain has a strict law and order policy to engage friends on itsFacebook page. Hannaford clearly states its “Terms of Use” for Facebook fans. The chain’sbusiness page rules link to their corporate social media policy, the laws governing Hannafordemployees and their professional digital life. Hannaford workers are included as “people” in thecompany’s social media policy, as should all guidelines for professional use of online socialnetworks and social media tools.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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24Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Social Media Business Cases Customer and Community Service •Engage customers and members with real world Pepsi activities. • refresh everything project •Create a policy to govern social media Hannaford’s Supermarkets participation. •Embrace positive and • social media policy critical customer and member service . Sean Patrick’s Restaurant • customer relationsThree - Sean Patrick’s Restaurant’s Facebook page tackles social media openness and its extremetolerance of criticism in a calm demeanor actions online require.Sean Patrick’s handling of a critical diner’s one star review on its Facebook business page withan offer for another menu item is a positive example of customer service.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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26Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Rowe and Company is Social Big Picture Consultants Project Managers Media Technologists 411@roweandcompany.biz (617) 652-0611Rowe and Company practices what we preach. We believe in simplicity and clarity. Law and orderis best in the wild world of social media.We’re sheriffs. Well, we are consultants, instructors, project managers, solutions architectsand technologists. R&C works with businesses and broadcasters to inform and entertain people.We bring the social and professional to social media planning for correct technologies to serveaudiences. R&C makes life easier and safer in work, play and community service. We wear asimple badge of law and order.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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27Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Rowe and Company is Social Big Picture Consultants Project Managers Media Technologists 411@roweandcompany.biz (617) 652-0611Call us at (617) 652-0611 or email us at 411@roweandcompany.biz and discover how to designsocial media policy, without stress, to serve and connect people, and manage technology –wrestling it down to simplicity and easy consumption with rules and processes.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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28Rowe and Company, LLC - Professional Services for Social Media March 17, 2001 Rowe and Company is Social 411@roweandcompany.biz (617) 652-0611Send your questions to 411@roweandcompany.biz or call (617) 652-0611 for a proposal to obligeyour budget. You will learn we’re available address to your organization and to lay outprofessional use of social media.Click here to take our survey and tell us how we can serve you right now.Take a respite for a few seconds and download and watch our brief video “Social Media Thinking”at this link.P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12